Reinvigorating racing with ‘The Grand Tour’

In an effort to breathe life back into racing, New Zealand Thoroughbred Racing (NZTR) is launching ‘The Grand Tour’ Racing Festival, with help from Pitchblack and MBM.

The festival is a celebration and unification of New Zealand’s 20 premier racing events across Hawke’s Bay, Auckland, Christchurch, Wellington, and Waikato.

Thoroughbred racing events offer all the ingredients of a perfect day out, and The Grand Tour introduces a significant new audience to the thrill of race day by showcasing all the world-class entertainment on and off the track.

Pitchblack and MBM won a competitive pitch to help NZTR with the strategic positioning, naming, and branding of The Grand Tour, resulting in a campaign that’s bigger, bolder, louder, and designed to stand out in a busy sports entertainment market.

“The design takes its inspiration from the distinctive jockey silks, with large geometric patterns and clashing colours – an on-trend aesthetic that helps racing feel relevant to a new audience,” says James Wendelborn, Pitchblack Head of Design.

Dan Smith, General Manager – Customer, NZTR, says in order to grow attendance at racing events, they were after a fresh disruptive approach.

“We couldn’t be happier with the work produced by the Pitchblack and Jetblack team; the ideal campaign to achieve our objectives.”

The Grand Tour launched on Monday 29 August and runs right through until early April 2023.

Credits

Client: New Zealand Thoroughbred Racing

Agency: Pitchblack Partners

Production: Jetblack Productions

Photographer: Steve Boniface @ Match

Media: MBM

Sound: Beatworms

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